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Marketing Research
Quiz 4
| Question | Answer |
|---|---|
| in depth interview | data collection method when interviewer as participant set of semistructured questions in a fact to face setting |
| focus group research | qualitative data collection where responses to open ended questions are collected |
| Bulletin Board | an online research format in which participants agree to post reguarly over a period of four to five days |
| Purposive sampling | selecting sample member because they possess particular characteristics |
| stratified purposive sample | selecting sample member so that groups can be compared |
| theoretical sampling | selecting sample members based on earlier interviews that were not intially considered in the sampling plan |
| focus group moderator | well traied in the interpersonal commjnication skills. Able to stimulate and control direction of participants. creates positive group dynamic |
| moderator's guide | a detailed outline of the topics, questions, and subquestions used by the moderator to lead the focus group session |
| debriefing analysis | researcher and moderator discuss the subjects responses . compare notes |
| content analysis | systematic procedure of taking individual responses and grouping them into larger theme catergores or patterns |
| Groupthink | when 1 or 2 members of a group state opinion and other members of group are unduly influenced |
| purposed communities | online brand communities that can be used for research |
| private communities | purposed communities whose primary purpose is research |
| Ethnography | Qualitative data collection that records behavior in natural setting to understand how social and cultural influences affect individuals behaviors and experience |
| participant observation | an enthnography research technique that involves and extended observation |
| case study | an exploratory research technique that intensibely investigates on or several existing situations that are similar to the curren problem/opportunity situation |
| projective techniques | indirect method of questioning that enable a subject to project beliefs and feelings onto a third party provided by the researcher |
| word association test | projective technique where the subject is presented with a list of words or short phrases presented one at a time and asked first thought that comes to mind |
| sentence completion test | projective technique subjects given a set of incomplete sentences and asked to complete them in their own words |
| Zaltman Metaphor Elicitation Technique | visual research technique used in IDI that encourages research participants to share emotional and subconscious reactions to a particular topic |
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